The motivated consumer and the future of health in retail

Top global trends

According to Lenneke Schils, Industry Consultant Consumer Goods at GfK, health is higher on the consumer agenda than ever.

Schils says that research identifies a number of global trends in consumer attitudes. The first is experience – the desire for fun and excitement. Another trend is wellbeing. Consumers want brands to help them make health easy. A third trend, she describes as instant everywhere – reflecting our impatience and desire to have everything right now. Fourth on her list is the phenomenon of considered consumption. Schils’ contention is that it’s the combination of these trends working together that shifts and shapes expectations of consumers. Fundamental needs don’t change, but we imagine the needs being fulfilled in a different way.

All our decisions can be traced back to four cornerstone benefits: security; wellbeing; gratification and freedom. The different ‘layers’ of health.

Security

Wellbeing

Gratification

Freedom

“Security brings us peace of mind. Maybe in the health frame, this is just the absence of negatives,” says Schils. “On other occasions you might buy a product or service to feel good – both in body and mind. Then there are products that enhance your performance, such as supplements. Sometimes you want to buy something because you feel you earned it. Finally, we can interpret health from the perspective of freedom – less hassle, less fuss in your life.”

All our decisions can be traced back to four cornerstone benefits: security; wellbeing; grati­fication and freedom. The different ‘layers’ of health.”

Lenneke Schils,

Industry Consultant Consumer Goods at GfK

The world of the motivated consumer

A third of consumers around the world use health and fitness trackers – a sure sign that people are becoming more aware and motivated on the issues. 61% of people are interested in products or services with proven health benefits.

A third of consumers around the world use health and fitness trackers – a sure sign that people are becoming more aware and motivated on the issues. 61% of people are interested in products or services with proven health benefits.

A third of consumers around the world use health and fitness trackers – a sure sign that people are becoming more aware and motivated on the issues. 61% of people are interested in products or services with proven health benefits.

The good news is that more people are trying to include more fibre in their diet, along with Omega 3 and dairy. They are also trying to cut out sugar, salt and artificial sweeteners. There is undoubtedly still a big gap in the organic market which manufacturers and retailers are yet to fill.

Looking to the future

A big area of potential interest is custom-made food solutions, as consumers demand a ‘meal for me’. Food can be fortified in particular ways or tailored in a market such as Mexico, which has high levels of Diabetes. Is it far-fetched to imagine marathon trainers receiving bespoke meals to reflect the demands of their training?

In some market places, such as the UK, there is particular concern among consumers at the prospect of getting sick from the food we eat. Portable devices that test for allergies in restaurants may, in future, become commonplace. And what about sleep? Drift TV allows you to drop off in front of a box set and still get a good night’s sleep, as it reduces the blue light that has been shown by medical professionals to disrupt our slumber.

Reducing our need for that sugar fix

Intermarché – one of France’s largest supermarket chains – created an innovative product to reduce dependency.

A third of consumers around the world use health and fitness trackers – a sure sign that people are becoming more aware and motivated on the issues. 61% of people are interested in products or services with proven health benefits.

A third of consumers around the world use health and fitness trackers – a sure sign that people are becoming more aware and motivated on the issues. 61% of people are interested in products or services with proven health benefits.

A six-pack of chocolate yogurts was designed to give progressively less sugar in each individual carton. Shoppers in-store sampled each in turn, starting with the sweetest and working towards a pot which contained half the sugar of the original. When they tried the first carton again, it seemed far too sweet for their taste.

A six-pack of chocolate yogurts was designed to give progressively less sugar in each individual carton.

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